冲锋衣之后有新宠 户外“贴身层”迎来消费旺季

Core Insights - The demand for quick-drying clothing is surging due to the rise in winter outdoor activities and the popularity of the "three-layer dressing method" [1][2][3] - International brands like Craft and emerging domestic brands such as UTO and Outopia are accelerating their presence in the Chinese market, enhancing the quick-drying clothing segment across functionality, professionalism, and fashion [1][4] Market Trends - The "base layer" market is heating up, with consumers seeking garments that provide warmth while efficiently wicking moisture, reflecting an upgrade in functional requirements as outdoor activities expand [2][3] - Sales data from major e-commerce events indicate a significant increase in quick-drying clothing sales, with a 119% year-on-year growth during the "6·18" shopping festival and a 268% growth in the outdoor sports sector during the first phase of "Double 11" [3] Product Development - Quick-drying clothing is transitioning from a niche professional gear to an essential item for outdoor enthusiasts, driven by the growth of the domestic skiing market and the increasing sophistication of high-end consumers [3][4] - The product offerings are diversifying, with innovations in materials and designs that enhance performance and style, such as lightweight, breathable fabrics for running and warm, durable options for hiking [4][6] Competitive Landscape - The market features a mix of international and domestic brands competing for market share, with established players like Arc'teryx and The North Face alongside newer brands like UTO and Outopia leveraging technological advancements [6] - The outdoor sports industry is experiencing rapid growth, with the number of related enterprises in China expected to reach 335,000 by mid-2025, indicating a competitive yet promising market environment [7]